What's better than a Super Bowl ad? A Broadway musical, obviously.
At least that's what Skittles is betting on. This Sunday, rather than paying for a 30-second TV spot seen by more than 100 million people, the candy brand (owned by Mars) is throwing its resources into a 30-minute show called Skittles Commercial: The Broadway Musical. There will only be one performance, seen by 1,500 ticket holders at New York City's Town Hall theater. And no, it won't be aired on TV or livestreamed online.
If that math sounds confusing, don't underestimate the power of social media buzz.